Disruption is still explanatory, but the Internet has changed a lot.
Clayton Christensen claims that Uber is not disruptive, and he’s exactly right. In fact, disruption theory often doesn’t make sense when it comes to understanding how companies succeed in the age of the Internet.
Dollar Shave Club and The Disruption of Everything
Dollar Shave Club is a textbook example of how the new Internet economy will destroy value in incumbent industries.
Not all products are disruptive: some are obsoletive. They are more expensive but remove the need for entire categories of products.